Tushar Vaishnavi, Strategic Planning Director, Canon Central & North Africa The winds of change have swept across the African consumer landscape over the past decade, reshaping shopping habits and behaviours, particularly among our vibrant younger generations. Coupled with technological advancements and a shifting consumer-brand dynamic, this presents unique challenges – and opportunities – for businesses, retailers, and the marketing industry on the African continent. While businesses find themselves under immense pressure to deliver tangible results and demonstrate a return on investment, the battleground for consumers' attention is fierce. Today's discerning consumers have the power to choose which brands to embrace and which to ignore. Buyer journeys have also become intricate and nonlinear. Spoilt for choice when it comes to channels, consumers transition seamlessly between the physical and virtual realms to gather information, form impressions, and make purchasing de
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